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Description of  Advertising as a Creative Industry (Routledge Research in the Creative and Cultural Industries)

1032203013 rar At the crossroads of culture and commerce, the advertising industry is a regime of paradoxes. This book examines the place of advertising in todays creative industries, exploring the major challenges advertisers confront as they engage with other creative sectors. Izabela Derda, author, media scholar, and industry expert, offers insights into how the industry keeps deconstructing its own creative processes and collaborative models as it attempts to stay relevant. Through extensive case studies and interviews with industry professionals and thought leaders, this book examines the sectors struggle to adapt to new business models and to monetize creativity in todays media landscape, from re-engaging audiences through media more typical of arts and entertainment to managing intricate cross-sectoral creative collaborations. From redesigning workplaces to satisfy the expectations of the youngest generations of creatives to reconsidering the paradigm of conventional creative teams, the advertising sector has swiftly adjusted to the seismic changes in todays media landscape. Read more